The development of a new Supermarket format at Safeway has introduced new features including hot wok, pizza, pasta, fruit juice bar and “grazing areas” where customers can buy food and drink to consume in-store and is representative of the commitment Safeway management have to develop new fresh food categories.
The outcome produced a new format plan and merchandising solution for fresh categories. These initiatives have proved very popular and helped the Supermarket format to beat expectations since opening, with sales 40 percent ahead of budget.
Exploiting consumer trends in superstore food retailing with fresh food and great value.
The retailer wanted to introduce a "best at fresh strategy" to refresh current food offers and enhance the customer experience, whilst supporting its passion for fresh food, availability of product and price match policy.
Working with their Store Development and Marketing teams, we developed an award-winning store design with merchandise zoning solutions flexible enough to allow hero product categories to feature in different size stores. The distinctive design solution enabled Safeway to compete effectively against other major multiple grocery supermarket retailers as well as high street specialists in the home meal replacement category.